Well in time for the New Year’s Eve ball drop, Jamestown announced the topping out of the redevelopment of its home at One Times Square. The $500 million redevelopment, projected to open to the public in 2025 will transform the 119-year-old building into a 21st century visitor center for New York City.
The redevelopment will include the creation of a new viewing deck overlooking Times Square and museum experience that tells the story of the New Year’s Eve celebration and history of Times Square. The redevelopment plans an experience offering brands the ability to connect with their customers in Times Square through immersive, technology-enabled activations, including digital, virtual and augmented reality integrations.
“The future of Times Square needs to build on its strengths — from Broadway to the digital billboards to New Year’s Eve — while also adding new and varied experiences that evolve and elevate its position as a global entertainment district,” said Michael Phillips, president of Jamestown. “The redevelopment of One Times Square is a reimagination of how Times Square can be experienced and how brands can create meaningful resonance with consumers.”
“The opening of One Times Square in 1904 solidified the neighborhood’s history as the centerpiece of culture and entertainment, and created one of the most iconic destinations in the world; linking it to one of the most global events — New Year’s Eve,” said Tom Harris, president of the Times Square Alliance. “This redevelopment will continue to challenge the world by creating a truly unique attraction providing a fresh look at an old classic and allowing the millions who have already been, to experience it anew.”
Among the most significant enhancements currently under construction in One Times Square is the cantilevered viewing deck, which will offer an unparalleled perspective of Times Square and become the focal point of the museum experience. Additionally, The Countdown sign has recently been installed and the 2024 Numerals will soon be atop the building in time for this year’s festivities.
One Times Square is a 26-story building located at the intersection of 42nd Street, Seventh Avenue, and Broadway. Jamestown has coordinated the New Year’s Eve Celebration in partnership with the City of New York and Times Square Alliance since it acquired One Times Square in 1997.
